This is “Lead Generation” At Its Best
Lead generation marketing can be more costly in the beginning, but well worth the expense in the end! When you use lead generation marketing techniques, you are taking your prospect through a “multiple hoop” process. By having a two, three or more step marketing strategy, obviously it will cost more than a regular “one step” ad where the prospect calls your office for an appointment.
With this said, “Why go the more expensive route?”
Well, to properly answer the question, you have to put “expensive” in perspective. (As long as the net profit at the end is high enough, it shouldn’t matter necessarily how much the up front or ongoing costs are. Unless of course you have a cash flow issue to deal with.)
Once you understand “cost is relative,” then to address your question, QUALITY clients is the answer to why you should do multi-step lead generation advertising.
Think about it. If you have a prospect that reads your ad, calls your number and asks for a free report and then responds to whatever your offer is at the end; since this process takes 10 days or so before they call back or come into your office, don’t you think that prospect has more “invested” in you and feels more “tied” to your tax business ALREADY than just seeing an ad and responding the same day.
You want to have as many people as possible in your database that “worked” a little to get there. They are more committed to you and your tax services and they will refer others much easier and faster when you
Now you might think $500 bucks is not worth the extra time and “hassle” of managing and following up with an on going database. (Well, you’d be wrong.)
First, that’s just one ad. You would be testing many, many during a typical year, especially during tax season. A few hundred dollars multiplied by many ads, ADDS UP!
Secondly, and more importantly, you are getting BETTER customers! (In this example you’ve actually added twice as many clients than one step advertising and they are quality!)
Another reason you can “attract” more potential prospects is that it’s always easier to get someone to take your “widget” for free, instead of them calling you up to set an appointment to have their taxes prepared. You cut down on the uncomfortable and uneasy sense the client has, feeling like he’s going to be sold when he calls your office.